Mattel has created a digital campaign to show kids where imaginative Barbie play can take them.
Working with creative agency Bravespark, Barbie & Mattel UK have created a responsive, interactive video experience that enables the viewer to engage with a personalised storyline to create their own Dreamhorse Adventure through an online microsite.
The microsite experience has been designed to mimic some of the toy’s 30 features, including how the toy responds to noise and touch, eats carrots, dances and more.
The video adapts to its playback environment presenting an optimised, rich media experience based on the viewer’s choices across desktop, tablet and mobile immersing them further in the world of Barbie, and showing how toy and digital can intersect for a deeper level of engaged play.
The campaign also includes a 90′ cinematic-style hero spot that shows a girl and her horse’s forest adventure before the spot cuts to a girl playing with the toy.
Dedicated teaser cuts have been developed to drive parent and child to the most relevant experiences.
The campaign will be supported with a comprehensive media plan across digital, online and social.
To join the Barbie DreamHorse Adventure experience, click here.